Gen-Zers are most open to the brand they will purchase at the start of the purchasing journey
How Can US Brands Reach Gen Z · page 3 of 8
Survey data from BCG Gen Z Survey, May 2023.
Consulting deck · data_table · analyze_data · dense density
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chart 1/1 legend 1/1 metric 0/1 paragraph 1/1 source-note 1/1 title 1/1
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metric · primary
Components 6
bar-stacked-100pct legend primary paragraph source-note action-title
Tools 10
Data Story Arc loop · 70%
Loop opens by establishing the data context for the Gen-Z brand-behavior pattern.
Inductive Reasoning loop · 75%First evidence piece in the six-slide pattern stack.
Action Titles slide · 95%Title states the insight: 'Gen-Zers are most open to the brand they will purchase at the start…'.
Annotation slide · 80%Each segment carries its percentage label directly on the bar; legend below.
Chart Selection Guide slide · 85%100% stacked bar — appropriate for share-of-mindset comparison across generations.
Color Strategy slide · 80%Sequential green palette maps to ordered openness scale.
Data-Ink Ratio slide · 70%chart/bar-stacked-100pct: BRAND OPENNESS BY GENERATION (%)
Data-Ink Ratio slide · 75%No 3D, no gridlines, no chartjunk — labels only where useful.
Pre-attentive Attributes slide · 80%Color gradient encodes openness ordinal (dark=did not have anything in mind → light=knew exactly).
Small Multiples slide · 85%Four parallel rows (Gen Z, Millennials, Gen X, Boomers) sharing identical scale and segments.
Metrics 1
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